Consumers Vigorous Complaining Behaviors in the Internet Web Site Explained By Integrating Theory of Planned Behavior and Anger

인터넷 웹사이트에서 소비자의 적극적 불평행동에 관한 연구: 감정이론과 계획행동이론을 중심으로

  • 조승호 (숭실대학교 글로벌통상학과) ;
  • 조정렬 (숙명여자대학교 홍보광고학과)
  • Received : 2011.09.09
  • Accepted : 2011.11.14
  • Published : 2011.12.28


The present research integrates the core aspects of anger with the theory of planned behavior to investigate factors influencing online activism in a Web site. This study conducted online survey, and the sample was members who joined the V4400 Sobi-ja-heem Web site. The Web site Sobi-ja-heem was initiated by a consumer who was irritated at the cell phone manufacturer Samsung Inc. because its model, "Anycall" had major product defects such as the malfunction of the camcorder, poor tone quality, fuzziness of the screen, and broken text messages. The findings suggests that adding anger in Theory of Planned Behavior (TPB) enhances the explanatory power of the theory in predicting an intention to participate in activities to correct the issue, which indicates the possibility of combining emotion and the TPB in the prediction of online activism.


Anger;Theory of Planned Behavior;Samsung's Anycall;Consumer Activism;Web Site


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